Brand Britain and your business exit strategy: why distinctiveness adds value

At a glance:

• For B2B SMEs, a business exit strategy is as much about brand strength as financials.

• Buyers want more than revenue – they’re looking for businesses with recognisable, trusted brands that feel built to last..

• Research shows Brand Britain carries weight: 52% of UK exporters say it boosts sales, while brands that tap into British cues see a 43% uplift in customer closeness.
  

• The DNA of Brand Britain? Heritage and endurance, everyday rituals, wit and understatement, tradition with a twist.

• You don’t have to be a British company to benefit – global companies can feel “British” when they embed everyday rituals into their brand.

• For SMEs or startups planning a business exit strategy going back to basics on brand identity is key to creating a business that buyers will pay more for.

Why exit planning is about more than numbers

If you’re running a business turning over £5M+ and thinking about your eventual exit, your first thought is probably financials – profit, EBITDA, growth rates. And yes, buyers care about those figures.

But…

They’re also buying your brand. Buyers also look for proof of security and strength beyond the accounts. They want to know:

• Do potential customers instinctively recognise your products and company in your industry?
• Will your current customers stay loyal when you step away? Or is there risk of attrition?
• Does your name carry enough trust in your industry and community to give confidence in the continuity of the business?

If the answers are uncertain, hesitation creeps in. And hesitation can reduce appetite or drive down valuation.

That’s why your exit strategy for a business needs more than protected IP, efficient processes and tidy accounts. It’s about positioning your business so buyers see confidence, not caution. A strong brand and quality marketing can add real value to your company, making it more attractive to buyers.

And there’s a lesson to borrow from something bigger than all of us: Brand Britain.

The DNA of Brand Britain — and why it works

Research from Ipsos, JKR and the British Chambers of Commerce found that people see Brand Britain as “traditional with a twist” – a blend of heritage, wit and adaptability. The commercial benefit is clear:

• 52% of UK exporters say the Brand Britain image helps them grow.
• Brands leaning into British cues see a 43% uplift in brand closeness.
• Around a third of UK consumers actively try to buy British.

That feeling of familiarity matters. Marketing neuroscience shows our brains trust what we recognise. Distinctive colours, patterns or rituals act as shortcuts – we don’t need to overthink; we just choose.

Going back to basics: four questions before you exit

You’ve already built a business that works. You’ve solved problems for years, won customers, and kept going when others didn’t. But if you’re shaping a business exit strategy, it’s worth pausing and asking four simple, distinctly British questions:

1. What problem did we set out to solve — and do people still see us that way?

Buyers want proof that your solution has staying power.

2. Are we part of the everyday rhythm of our industry?

In B2B, that could mean being the logistics provider who delivers on time, every time, the manufacturer whose precision and consistency keep production lines running, or the technology developer whose stack helps customers stay ahead of change.

When your work becomes part of the daily rhythm – built into how industries function and how teams get things done – you’ve moved beyond being a supplier. You’ve become essential. And that’s exactly what buyers want to see when assessing value at exit.

3. What are our distinctive codes?

Every business has its own “way of doing things round here”. In Brand Britain terms, those habits and values are your codes.

It might be the standards you refuse to compromise on, the tone of voice in your proposals, the colour and style of your branding, or the customer experience that everyone in your sector recognises as yours. Together, these become your brand’s shorthand.

For a buyer, this is gold dust. Strong values, a clear mission and memorable codes tell them your business is more than a set of numbers — it’s a name people trust, and a culture that will carry on after you’ve stepped away.

4. Who stands behind us?

Endorsement doesn’t have to come from Hollywood stars. For SMEs, it might be a respected client, a trusted industry partner or membership body, or your role in the community. These voices build confidence in future buyers.

Why this matters for SMEs planning an exit

If you’re an owner preparing an exit strategy for a business or an exit strategy for startup, building in these traits isn’t window-dressing. It’s about proving your value:

• Buyers will pay more for a brand that customers already trust.
• Everyday relevance, distinctive codes and community ties make your business harder to replace.
• Heritage — whether it’s 10 years or 100 — shows resilience, which is exactly what a buyer wants.

In other words: a strong brand makes for a stronger sale.